Is Urchin a terrible name? Is it any worse than, say, Uber? Or Google? Or Verizon? Or Lenovo? Or Del? Or Samsung?

I agree that portraying everything that a successful company did as “lessons” isn’t a good idea. And, to be clear, that’s not even the lesson of the story.

The lesson is that a name isn’t as important as the underlying business, which seems like a fair lesson, no?

Aaron Dinin, PhD

I teach entrepreneurship at Duke. Software Engineer. PhD in English. I write about the mistakes entrepreneurs make since I’ve made plenty. More @